How Estate Planning Attorneys Need To Market On Instagram

September 2, 2021

Marketing, Advertising, Branding...you hear all of these different words being thrown around all day by marketing experts, gurus, professionals...whatever we call ourselves these days. But which of these matter the most? Well, the answer is all of them. 

When estate planning attorneys are marketing whether it’s online or offline, they need to be answering who they are, what they do, and what they can do for their potential new client. For example, if you’re a Personal Injury attorney you need to answer the question of who you are, and showcase that you help the injured make money with your services. You may be thinking, “obviously, people know that being a personal injury attorney”, but I’m here to tell you that common sense isn’t so common these days. So let’s discuss how we can effectively answer those questions at scale during this modern era. 

A recent report published in July of this year (2021) identified that 32% of all Instagram users are between the ages of 25 - 34 years. Yes, read that again. 32% of all Instagram users, which is a few billion human beings, are between the ages of 25 - 34. As an estate planning or Probate attorney, are you salivating yet? 

Normally this is the age where professionals have the cash, the assets, the investments, and the urge to either protect or pass down what they worked so hard for to their family, or future family. So, the question is: How do we target this group of people? How do we get in front of those who are willing to invest in their future? How do we convince this group of people on Estate Planning? The answer is cliche, but it’s by...education. 

Now that we know education is the answer to all of our problems, let’s discuss the next few questions you’re asking yourself.

  1. How should we educate our pool of clients?
  2. What should I teach? 

To answer the 1st question, we’re going to get a bit technical but bear with me this will be worth the read. I’m also going to assume you’ve never posted on Instagram, or even opened the app at all. 

Instagram

To simplify things, there are two types of videos. There is video that is >60 seconds, video that is <60 seconds, and then the normal pictures one can upload which are typically 1080x1080. 

  • For the videos that are <60 seconds, these videos will be posted on Instagram Reels, and the Instagram Feed. 
  • For videos that are >60 seconds, these videos will be posted on IGTV (Instagram TV). 

Now that you know the types of posts that are available, let’s discuss how you should be posting on Instagram. When first starting out, and depending on your comfort level of being in front of the camera you should be posting two videos a week. One <60 second video, and one >60 second video and there’s reasons behind this. 

When posting on a platform, you want to be all over the place! You want to be on Instagram Reels, the Feed, IGTV, and even stories promoting each piece of content. Why? Because each of these placements offer a unique experience in terms of views and engagement. For example, you can post a video that is less than 60 seconds on Instagram Reels and see 100 plays, but if it was posted on the Feed you may only see 30 plays. It’s always about testing. 

How should these videos be recorded? Do you need a professional camera? The answer is your iphone and no you do not need a professional fancy camera! Don’t overthink the equipment, the quality of videos, and just simply hit the record button. Once done recording, simply click the upload button on Instagram, add a title/summary of your video and post. 

The one thing you should know when uploading content on social media is knowing that being consistent is what will make or break you. Pick a schedule of uploading content, whether it’s daily, weekly, bi-weekly, just be sure to stick to it and be consistent. 

Now that you have an idea of how to post on Instagram, let’s discuss how you can come up with ideas on generating content every week. Remember, these pieces of content are meant to be short, concise, and quick to the point. 

A great place to look for ideas would be your sales calls! What are the questions your leads are asking your receptionist? What are they asking during consultations? What do top forums say? What are the top articles that appear on Google when you do a relevant Google search? Is there a FAQ on your site? Competitors site? 

As you can see, there are hundreds of sources to pull potential topics from and the opportunity to showcase that you are the subject expert. I’m a huge fan of video because 1: the prospect feels like they know you already even before having the consultation, and adds credibility. Video proves you know your stuff. 

I hope this guide helps, and wish you success in your new endeavor! 

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